33 Personalization Statistics Worth Knowing in 2025

The promise of personalization has long been an exciting topic in marketing, sales, support, and more. And as we enter the second half of the 2020s, it’s becoming more and more important to embrace it. Not only are the tools in place, but so are the skills, the data sets, and the enthusiasm. But why is now the time to start (or enhance) your personalization initiatives? That’s exactly what we hope to discuss today: The reasons to personalize, the reasons to do so now, and the best practices to ensure you’re not missing the mark when you do put a program in place.

There Are Great Reasons to Embrace It.

Whether you’re a leader, laggard, or somewhere in between, one thing is for certain: personalization is no longer a competitive advantage. Today, it’s table stakes.

A well-built and well implemented personalization strategy is profitable, customer focused, and effective. But… you probably know that.

1.      96% of digital professionals agree that personalization is key to providing high-quality digital customer experiences. (Glassbox - Personalization in the Age of AI)

2.      89% of decision-makers believe personalization is invaluable to their business’ success in the next three years. (Twilio Segment – State of Personalization 2024)

3.      60% of business leaders find that personalization is an effective way to find new customers—and 62% see it as an effective tool for customer retention. (VentureBeat)

4.      64% of marketers think that customer satisfaction is the top benefit of personalization (and we’ll show you why below). (WiserNotify)

5.      Companies implementing personalization strategies see a 1.7 times higher year-over-year growth in revenue compared to those that don't. (Merkle – Benefits of Personalization at Scale)

6.      Something as simple as a personalized call-to-action can work wonders on conversions, as personalized CTAs convert 202% better than basic CTAs. (HubSpot - Study of more than 330,000 CTAs)

7.      And even small efforts can get you headed in the right direction. 95% of senior marketers consider their personalization strategies successful. (Statista)

But the push to create personalized experiences is nothing new. It’s just maturing faster than ever.

Sooner Rather Than Later…

Implementing a personalization strategy isn’t some switch-flipping, aha moment. It involves budgeting. It takes time, effort, and enthusiasm from nearly every department—departments well beyond those actually destined to gain from it. Oh, and it requires a lot of data from a lot of sources. But the sooner you do, the better. Why? Because customers and clients are getting sick of mediocrity—and are more willing to leave than ever. In fact,

8.      61% of customers admitted they’d switch to a competitor after just one negative experience (PwC)

And 2025 is shaping up to be the year everyone is looking to make an investment.

9.      74% of digital marketing leaders are ramping up their investment in personalization. (Glassbox)

10. Marketers now allocate approximately 40% of their budgets to personalization, nearly double the 22% allocated in 2023. (Contentful)

Knowing this, it’s going to get easier and easier to get left behind—as the businesses that have embraced it are only getting more mature, investing in new tools and tactics to do things even better.

11. 92% of businesses are leveraging AI-driven personalization tactics. (Demand Sage)

12. Which is important, because 73% of business leaders agree that AI will fundamentally reshape personalization strategies. (Contentful)

Your competition is making the investment—and they’re doing it for good reason.

…Because Nowadays Customers & Clients Expect It…

Today, customers are, at a minimum, comfortable receiving personalized experiences when they interact with a brand. Most expect it. Many love when you do it—and get annoyed when you don’t.

13. Four-fifths of surveyed consumers worldwide said that they are comfortable with personalized experiences, and most expect companies to offer them. (Boston Consulting Group)

14. 73% point to experience as an important factor in their purchasing decisions, behind price and product quality. (PwC)

15. 82% of consumers feel that their favorite financial services institutions treat them like an individual. (Marigold)

16. And it’s not just B2C or customer communications. 66% of B2B customers expect the same or better personalization in their professional lives (vs. in their personal lives). (Forrester)

And when expectations are higher, it’s easier to miss the mark or unintentionally deliver such an experience. After all,

17. Brands believe they personalize 61% of customer experiences, but consumers perceive only 43% as personalized, indicating a significant gap. (Deloitte)

And unfortunately, missing the mark causes frustration.

18. 76% have reported feeling frustrated when a company fails to deliver a personalized interaction (McKinsey)

19. 51% of consumers have been frustrated by receiving irrelevant content or offers from brands in the last six months (Marigold – 2024 Personalization Report)

20. 62% of consumers say they not only want but expect companies to send personalization – and that a brand that doesn’t offer a personal experience could lose their business. (Twilio - State of Personalization)

And They Expect this Experience Before, During, & Long After the Sale

As the buyer journey continues to evolve, it’s more important than ever to meet them along their path to purchase.

21. 90% of customers are more willing to invest in businesses that provide personalized customer services.

22. Discounts and personalized promotions remain the favorite personalization tactic among consumers, 84% thinking personalized birthday offers are ‘cool’ and 75% considering themselves likely to engage with an exclusive VIP offer. (Marigold)

23. Behavioral tactics and shopping habits matter, as 59% of people expect brands to personalize experiences based on their reported favorite items. (Google)

24. And it’s not simply online or off—it’s both. 69% of consumers expect personalized and consistent customer experiences across multiple channels. (FastSimon)

It’s not simply making use of personalization to secure the deal. Retailer or retirement plan provider, it’s more important than ever to keep ongoing services and support as relevant and timely as possible.

Specifically, the number one expectation is that personalization is going to make a customer’s life easier.

25. Nearly 80% of American consumers say that speed, convenience, knowledgeable help and friendly service are the most important elements of a positive customer experience. (PwC)

Maybe this is something as simple as knowing a customer has ordered a part number and understanding its context. Maybe it’s a guide for what’s changing for retirement plan participant a month or so before they turn 50. Whatever the industry, whatever the message and whatever the time, customers expect you to communicate on their terms.

But Not without Certain Expectations

Despite craving personalized experiences, buyers expect the companies delivering it to hold their data in high regard. And in this light, consent is critical, security is sacred, and privacy is paramount.

Every question you ask and every piece of information you collect needs to have purpose. People want to know why you’re asking for information. And they need to know that you’re taking their privacy and security seriously.

26. A Pew Research study revealed that 81% of Americans are concerned about how companies use their personal data. (Pew Research)

27. 77% of consumers cite data privacy policies as important or critically important to maintaining brand loyalty. (Marigold)

28. And 88% of consumers say their favorite brand uses their data in a way that makes them feel comfortable (Marigold).

29. At the moment, only 41% of consumers are comfortable with companies using AI to personalize their experiences. (VentureBeat)

30. And despite the demand for personalization, many want control of what’s collected and how it’s used, with 73% of individuals feeling they have little control over how companies collect and use their personal information.

Whether it’s zero party customer-provided data or data generated from first-, second-, or third-party sources, customers expect you to be responsible with it.

And it’s not simply security, it’s an ethical imperative. Ethical use of data and tools that handle or manage that will become a big talking point as personalization efforts mature. Because after all, you can’t put a price on peace of mind.

31. 89 percent of leaders predict ethical AI use will be a competitive business advantage. (Twilio)

And Rarely without Pitfalls.

It’s not simply the challenge of responsible personalization. Personalization is a challenge in its own right. Because as we said above, it takes a lot of data, buy-in, and effort to get right. And if you’re struggling, you’re not alone.  

32. 63% of digital marketing executives struggle with providing tailored customer experiences. (Contentful)

33. 61 percent of respondents are concerned about inaccurate data compromising the effectiveness of AI/ML for personalization. (Twilio)

The First Step Makes All the Difference

Personalization isn’t easy. But today, it’s becoming more important than ever. From sales to service to ongoing support, a personalized experience delivers satisfaction. And there are so many ways to make it happen.

At Sepire, we specialize in helping you connect with your customers on their terms. As a leader and disruptor in omnichannel communications, we empower you to deliver the right message to the right person at the right time—online or off. Get to know more about what we do and who we help. And when you’re ready to get started, drop us a line.